Emirates Airline’s new global TV advert featuring American actress Jennifer Aniston has registered nearly 3.5 million views on Youtube for the Dubai carrier, with millions more Google hits and news mentions around the world in just six days, the latest official records show.
The advert, which is being backed by a $20 million global advertising push, was unveiled on Monday last week and has already been watched 3,483,348 times on Emirates’ official Youtube page.
On top of that, a simple Google search for Emirates and Jennifer Aniston throws up 4.7 million hits, while a search on Google News shows the campaign has received 3.1 million mentions in news articles and posts around the world.
Aniston was reportedly paid $5 million to sign up for the ads and Emirates certainly seems to be reaping the rewards. To put the figures in context, we only need to look at similar results for Etihad Airways’ Nicole Kidman TV campaign. The Australian’s advert has garnered 4.2 million Youtube views, 209,000 Google hits and 3,850 Google News mentions since it was launched earlier in March this year.
While Etihad’s ‘Flying Reimagined’ TV commercial went for the more traditional airline advert style and featured its Oscar-winning ambassador reclining in its new luxury A380 Residences, Emirates took more of a risk in tapping into Aniston’s comedic fanbase.
Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing & Brand said: “Jennifer Aniston’s appeal and effortless connection with a global audience makes her the perfect choice for our campaign. As one of the busiest women in Hollywood, Aniston, like many of our customers, enjoys downtime only when she is travelling. At Emirates, we ensure the experience is an exceptional one.
“In a departure from the usual airline industry ads, we chose to take a humorous approach to showcase the amazing products we offer on board. We couldn’t think of anyone better suited for the role than Jennifer Aniston and we wrote the script with her in mind. Her professionalism and comedic talent shone on the set and we are very pleased with the outcome,” he pointed out.
While Aniston’s girl-next-door appeal appears to registered more with American and global online users, the Kidman campaign has still been a phenomenal success for the Abu Dhabi airline.
“The Nicole Kidman ‘Residence by Etihad’ campaign has been one of the most successful in Etihad Airways’ history, bringing unprecedented exposure to the airline and its product and services. Following the launch of the campaign our research showed that the vast majority of people who saw the commercial thought that Nicole Kidman was the right choice and a good fit for Etihad Airways and felt inspired to fly with the airline. It also helped enhance the perception of Etihad Airways in key markets,” an Etihad spokesperson said.
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